It’s very possible that even though you have a value proposition that would do your potential customers all kinds of good, they may not care one bit about it!

So what can you do? You change the focus in such a way that it gives them something to care about!

It may be that your offer doesn’t provide anything they can relate to. So give them something they can relate to.

Consider the banner ad above as an example. Chances are the two boxers being featured are nothing special in the mind of the marketplace. That’s not to take anything away from their talent or potential, it’s just that the marketplace doesn’t know anything about them and, as such, probably wouldn’t give an ad listing their names (whoever they are) so much as a first glance, much less a second.

What the promoters have wisely done is to share the message of the event in such a way that the target audience might at least be intrigued. Few may have heard of the fighters themselves, but they’ve undoubtedly heard of Stallone and Sugar Ray. So the idea that these two big names are involved, that it’s “Stallone’s Guy” versus “Sugar Ray’s Guy” might make the event unique enough to be worth a look.

If your market doesn’t care about what you’ve got to offer, change the way you’re making the offer. Find a unique way to tell the story. Give them a reason to care.

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What, exactly, is a brand? Simply put, it’s anything and everything your customer can associate with you. Your brand is the window, any window, through which your organization can be viewed. It’s any word the customer uses to describe you, and it’s any touch point your customer has with your organization. It’s also any impression the customer takes with them after any interaction with you. The short answer is, the brand is whatever the customer says it is!

Your brand is any association the customer has with the product.” – Phillip Kotler

Many of the frustrations in marketing come from focusing on the wrong things. We ask the wrong questions, which in turn makes the problem we’re trying to solve seem that much more difficult. In fact, we often end up trying to solve the wrong problem in the first place!

Consider a typical Restaurant owner. She may think her goal is to reach the 15,000 people in her overall market area, or a, but that’s really not the “goal” at all. That’s just a means to an end. The real goal is to fill the 75 tables in her restaurant every night she’s open.

Accomplishing that may not involve a campaign that reaches out to 15,000 people or costs a fortune, but instead might be as simple as reaching out to the restaurant’s immediate market area (a customer could be as close as next door!). Or it might be as simple as trying to get more repeat/frequent business from its existing customers or in getting existing customers to tell others about their positive experience so they become brand ambassadors for the restaurant. She might find that if she makes her goal filling the 75 tables repeatedly, it’s as simple, and attainable, as satisfying one customer at a time.

Remember, sometimes getting MORE business is as simple as doing GOOD business!

Often we waste too much time and energy trying to solve the wrong problems. And the flip side to that, of course, is that once we accurately define the problem, solving it becomes a whole lot easier!